eprintid: 50191
rev_number: 29
eprint_status: archive
userid: 17944
dir: disk0/00/05/01/91
datestamp: 2025-07-02 04:53:34
lastmod: 2025-07-02 04:53:34
status_changed: 2025-07-02 04:53:34
type: thesis
metadata_visibility: show
creators_name: LARASATI, NIKEN
creators_id: 5551210088
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: TAUFIK, H.E.R
contributors_name: NUPUS, HAYATI
contributors_id: 196412122000121005
contributors_id: 197708122008122002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: JURUSAN MANAJEMEN
title: PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING
(Studi Pada Konsumen Sunscreen Wardah di Kabupaten Tangerang)
ispublished: pub
subjects: Communication
subjects: communication-general
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Celebrity endorser, Product quality, Brand image, Purchase decision.
 Celebrity endorser, Product quality, Brand image, Purchase decision.
note: Penelitian ini bertujuan untuk menguji pengaruh celebrity endorser dan product quality terhadap purchase decision dengan brand image sebagai intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen sunscreen Wardah di Kabupaten Tangerang yang berusia 16-30 tahun keatas dan sampel sebanyak 120 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Penelitian ini memiliki hasil bahwa celebrity endorser berpengaruh positif namun tidak signifikan terhadap purchase decision, product quality berpengaruh positif dan signifikan terhadap purchase decision. Brand image dapat memediasi pengaruh tidak langsung celebrity endorser dan product quality terhadap purchase decision.
abstract: This study aims to examine the effect of celebrity endorsers and product quality on purchase decisions with brand image as intervening. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature studies. The population in this study were Wardah sunscreen consumers in Tangerang Regency aged 16-30 years and over and a sample of 120 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. This study has the results that celebrity endorsers have a positive and no significant effect on purchase decisions, product quality has a positive and significant effect on purchase decisions. Brand image can mediate the indirect effect of celebrity endorsers and product quality on purchase decisions.
date: 2024
date_type: published
pages: 150
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   LARASATI, NIKEN  (2024) PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Sunscreen Wardah di Kabupaten Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/50191/1/Niken%20Larasati_5551210088_fulltext.pdf
document_url: https://eprints.untirta.ac.id/50191/10/Niken%20Larasati_5551210088_%2001.pdf
document_url: https://eprints.untirta.ac.id/50191/4/Niken%20Larasati_5551210088_02.pdf
document_url: https://eprints.untirta.ac.id/50191/5/Niken%20Larasati_5551210088_03.pdf
document_url: https://eprints.untirta.ac.id/50191/6/Niken%20Larasati_5551210088_04.pdf
document_url: https://eprints.untirta.ac.id/50191/7/Niken%20Larasati_5551210088_05.pdf
document_url: https://eprints.untirta.ac.id/50191/8/Niken%20Larasati_5551210088_Ref.pdf
document_url: https://eprints.untirta.ac.id/50191/9/Niken%20Larasati_5551210088_Lamp.pdf